Matthew Clark | Canada

Petcurean Pet Nutrition was founded in 1999 as a small start-up company, based on a unique concept that utilizes concentrated forms of meat and human grade ingredients to formulate a pet food that replicates what families enjoy at home every day. With excellent sales, a passionate mission and superior products, the product packaging was dated and had little to no differentiation between their two very different product lines.

When it came to examining the almost 100 SKUs of packaging in Petcurean’s most popular lines, NOW FRESH and GO!, it was critical to expand beyond the new corporate identity to connect the unique propositions and benefits of the products themselves with the consumers who purchase them. At present, both product lines were similar in design and substrate, and offered little distinction for the consumer.

GO!, Petcurean’s flagship line, is a nutrient-rich and energy-packed food. Available in various formulations, each created to have its own unique benefit including a recipe for pets with dietary sensitivities, whole-grain and grain-free recipes and recipes for various life-stages, GO! is a true fitness food for everyday pets.

“Created to put more life into your pet” trumpets this product positioning, and the packaging brings this to life with action shots of real pets who eat GO! recipes, complete with heart-warming testimonials of health and revitalization. The package itself brings an “active lifestyle” sensibility to the pet specialty store shelf with metallic foil, strong formula identification, iconography and specific call-outs for the recipes’ ingredients and benefits.